Wix has launched a suite of new tools powered by artificial intelligence (AI) to provide users, including retailers, with a way to to improve blog posts and boost online sales marketing.

The move comes as retailers increasingly look to AI to support online marketing, including through content creation for product descriptions and advertisements tailored to specific customer preferences.

Many retailers also use blogging combined with AI tools for more personalised content creation and distribution, SEO optimisation, and sales analytics.

In recent years, various brands, including Sephora, Walmart, Nike and Amazon have been leveraging AI to personalise recommendations and customer experiences on their respective blogs.

Sephora has been using AI on its blog to promote tailored products based on specific customers’ preferences; while Walmart said it uses AI for inventory management and dynamic pricing, with its blog featuring the company’s initiatives and product tips.

Einat Halperin, general manager of Wix Blog, emphasised how blogs represent a tool to increase conversions, promote new products and events, and establish trust with customers, with data from the company suggesting that sites with blogs get 86 per cent more organic traffic compared to sites without blogs.

Wix’s new tools enables users to generate content with the help of AI, aiming to reduce the time spent generating content and enabling further customisation to boost engagement.

The suite provides a set of tools designed to suggest a range of content ideas to boost engagement on website blogs, with AI powered content features including features that improve blog titles, images and existing text with AI-guided suggestions or add keywords they wish to include for SEO.

An AI image generator can also be used by to create more visually appealing content.

Blog owners can also receive ideas on topics for future posts and generate automatic content, based on information on the site and previously published blog content.

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